I think I've ever seen these kinds of cards before or something similar to it (which may not have been actual license product and instead a fan thing), and wondered what was up with it.
At any rate, they seem to be weird as hell limited collectibles with variant art and a different style. While the concept is interesting, the prices are outrageous (probably so as to not to mess with the secondary market?). At first I thought it was a bit much for a collection of cards, but then I learned that each thing was only a few cards which became a definite "NOPE!"
WotC is seeing if they can very subtly and slowely cut out the gamestore, they're selling cards directly to the consumer while giving product away to big box stores, like amazon at gamestore-prices, not consumer prices. All of the secret layers have been "conveniently" a few dollars below the current market value, because WotC can't acknowledge the secondary market, because then they have to admit they're selling gambling to children.